So you want to write a good Success Story Oct 25, 2013 Presentation Skills Workshop Sorrel Brown Program Evaluation ANR Extension

How is your program making a difference? The story to tell. Not what you do. What happens because of what you do.

This workshop will increase your ability to … Determine if a story is worth telling Recognize necessary elements Use verbs that describe outcomes Infer public value

The 3 Rs Relevance Response Results

The 3 Rs … Plus Public Value is … How the general public benefits How changed conditions make a larger difference

A good story shows why it’s worth telling Situation: Hog and dairy prices plummeted substantially in 2008 and The price rise of grain increased costs of production, especially for fertilizer and land.

Because Extension conducted workshops on the Farm Financial Planning Program, farmers acquired the knowledge and skills to evaluate the impact of alternative farm plans on their farm business. From Situation to Results Okay, but…

Farmers are better able to evaluate the impact of alternative farm plans on their farm business using knowledge and skills gained through using the Extension Farm Financial Planning Program. Survey results show that … Better, but…

Farmers who attended the X workshop are making better decisions regarding the risk of alternative farm plans by evaluating their impact on the farm business through the knowledge and skills gained from the Extension Farm Financial Planning Program. Survey results show that … Much stronger …

Title attention-getting Changes Relevance Results Public value Parts of a Success Story

Use Title to pull in readers Farm Financial Planning Program Better Economic Decisions with the Farm Financial Planning Program Increased Dairy Efficiency with the Farm Financial Planning Program

Show a Meaningful Change Measurable objectives Target audience Evaluation results Anecdotal quotes

Signify change or comparison Measurable Increase … Strengthen … Adopt … Expand … Reduce … Decrease … Improve Active Verbs

Ok for Outputs Conduct … Carry out … Establish … Present … Provide … Educate … Inform … Produce … Develop … Create … Design … Train Not for Outcomes Descriptive Verbs

Outcome Example Developed a field reference that provides descriptions and images of the more common weeds in Iowa. What you did, not what changed or who benefited and how.

Outcome - Better Survey results showed corn and sb producers’ who attended X workshop improved their ability to recognize common weeds in Iowa using a field reference that provides descriptions & images and can be easily carried into the field.

Outcome – Even Better Increased corn and sb producers’ profitability through better decisions for weed management. Participants in X program are now able to recognize common weeds in Iowa using a field reference that provides descriptions & images & can be easily carried into field.

Broader Implications By making better decisions about investing in production inputs regarding common weeds using the Extension field guide, corn and sb producers in Iowa are more likely to limit their chemical applications in the environment.

So what? = Relevance Factor Priorities Needs Investment Environment Problem-focused Stakeholders

Outcomes – Good, but… X Survey results revealed that as a consequence of the education participants received at X Extension meetings, they took the following actions to increase their profitability…

One family now checks the market daily for pricing opportunities. So what? One producer had a basis contract on 45,000 bu of corn for the 1 st time. So what? One producer noted a gap in both corn & sb and purchased a put option contract to take advantage of the opportunity for the 1 st time. So what?

MG across Iowa embraced the online hours reporting system. So what? Better, but not quite there… X MGs surveyed in 2010 say they will use the new online reporting system to record hours so that … What’s the real benefit?

Much Better Summaries provided by the new MG online reporting system show [list benefits important to the public].

ANR team reports Board of Regents reports Federal reports Regional stakeholder reports Various Extension communications To create a collective impact story Using your Success Story

Outcomes LEARNINGACTIONS CONDITIONS PUBLIC VALUE Awareness createdBehavior changedImproved conditions for public Knowledge gainedDecisions made New standard or benchmark for: ·enterprise ·environment ·society ·sustainability ·quality of life Problems identified New practices implemented Attitudes shifted Recommendations adopted Positive economic effect Incentives createdProfitability increasedRevitalized community Skills learned

Cumulative across various activities within a program that lead to changes for a broader audience Collective Impact ! Outcome Indicators for Condition Changes

The approaches used to seek stakeholder input were appropriate and described well. Outputs and outcomes are presented clearly and are quite extensive. Details of evaluation are also provided. NIFA Comments on ISUEO 2012 Annual Report

Public Value Changed Conditions Can Extension claim credit ?

Narrows information gap One person’s participation benefits many Generates engagement in public issues Thread to link your program to bigger picture Public Value

Broader outcomes because of Extension education Broader outcomes because of Extension education Influence … Contribute... Are a factor in... Play a part in … Promote … Add to …

Educated producer concerning the value of improving sow longevity in their herds. Used spreadsheet tools developed to show economic impact that improving sow longevity could have. Used educational posters/presentations to show producer how sow longevity can be improved through proper gilt selection. Outcomes – Desired Change?

Increased profitability of X hog producers who participated in Y workshop through their understanding and use of spreadsheet tools that calculate economic benefit of improving sow longevity through proper gilt selection. Outcomes – Desired Change

Animal welfare has improved to the point where sows now remain in the breeding herd longer. So what that sows remain in the breeding herd longer? Outcomes – Public Value?

Don’t assume public knows anything about your discipline. Describe benefits from public’s perspective. Outcomes – Public Value?

Survey results (n=250) showed … Internet links were used by 98% of participants 74% shared what they learned Information used to make decisions Increased profits/acre from information IA acres impacted in the tens of thousands What’s the Public Value in this story? Outcome

Extension’s program on X contributed to sharing information about Y that impacted tens of thousands of Iowa acres. Information provided by Extension was used to make decisions by almost all participants and increased their profits/acre, thereby stimulating the local economy. Better farming decisions helps producers stay economically viable, resulting in a more vital rural community. Public Value Statement – Example

Iowa farmers increased production efficiencies to lessen negative environmental impact. Track specific production efficiencies in target audience over time to show a condition change. Results that affect Conditions – Ex.

Increased incomes for producers have a ripple effect on their local community. Using Integrated Pest Management recommendations by Extension reduces the impact of chemical products on the local environment (better recreation sites? safer for children?) Results that affect Conditions – Ex.

Title that catches attention Changes that occurred Relevance to issue Results Public value (if possible) Parts of a Success Story

determine if a story is worth telling? recognize verbs that describe outcomes? better understand how to gauge public value? show program relevance to a public issue? How confident are you to …

Sorrel Brown Program Evaluation ANR Extension